When you first delve into the world of business as a startup or small company, you need to decide the type of branding you will do.
Branding is essential to how successful your business is. According to Statista, in 2015 Apple was considered the most valuable brand globally with a brand value of over $128 million.
Most people assume a brand is only one thing; however, it is made of many different types of brands.
The kind of brand you choose is entirely up to you, and what is best for your startup. Often, you may use more than one type of brand. They all serve a similar but different purpose.
You may want to brainstorm with your staff – interns, temps, short term contractors, and anyone else to create efficient and successful brand strategies.
What type of brand do you want? Here are 7 useful examples.
- Public Brand
Public brands are usually government organizations, such as The U.S. Department of Labor. However, many argue you can’t brand an entity that doesn’t offer consumer products or services. But you can still implement brand strategies.
- Company/Corporate Brand
This is the most well known of brands. To be successful, your business needs a brand. Think of Chase Bank or our company, Short Stints. Each has their own distinct brand. It is the organization that stands behind the product or service.
- Product Brand
Product brands, such as consumer goods, use branding to create certain emotions and a need for their products. This type of branding is usually linked to fasting-moving consumer goods (FMCG), also known as consumer packaged goods (CPG).
- Global Brand
Global brands are well-known organizations around the world. Think Nike or Apple. Through their brands, they’ve instilled deep customer loyalty globally.
Global brands are synonymous with familiarity or “household names”, stability, and accessibility.
- Generic Brand
Think of the generic product brand or off-brands you can buy at grocery stores (e.g. Fry’s Kroger products, Target’s Up & Up, and Walmart’s Equate). These brands usually piggy-back and offer similar, more affordable products than their brand name counterparts.
- Non-Profit or NGO (Non-Government Organization) Brand
These brands are specifically for non-profit organizations and non-government agencies that are seeking means to find funds for their missions beyond standard fundraising efforts. The non-profit community is often split in half in regards to whether non-profits should profit off their efforts or not. Today, many NPOs and NGOs have resorted to these means because of fierce competition for funding.
- Employer Brand
This type of branding is strategically done to attract top talent. It is achieved through their employees, company culture, and their hiring selection process. Most often, companies focus on trying to attract top talent but do not concentrate on retaining that talent through people-based programs and initiatives.
What type of brand do you want? Will you use more than one type of branding in your organization?